Seth Goldman: Founder of Honest Tea, rap star: What the founder and CEO of Honest Tea thinks about being partner...

Despite the disbelief of my three sons, I actually was in a rap group in college, (the Educated Devastators, Harvard '87), so when I saw Gary's rap, I knew that we could put together a very different kind of rap that could also help generate awareness about the importance of organics. I have been continually disappointed to see market research that shows consumers still don't understand what the term "organic" means, so anything we can do to help them appreciate why organics matter is worth doing, up to and including embarrassing ourselves.